When Glow & Lovely, Unilever's most penetrated skincare brand, faced declining relevance in the post-Covid landscape, the challenge wasn't just about arresting falling market share—it was about reconciling a brand identity rooted in fairness with evolving consumer aspirations. Market penetration was dropping, brand equity weakening, and urban markets were increasingly turning away from its traditional narrative as consumers shifted from fairness-focused ideals to deeper, more holistic skin health goals.

We immersed ourselves in understanding this pivotal shift in skincare expectations through comprehensive consumer research and trend analysis. Our exploration revealed a critical disconnect: while Glow & Lovely continued to echo fairness cues in its communication, consumers had fundamentally redefined their relationship with skincare—seeking products that delivered long-term health benefits rather than superficial transformations. Despite containing multivitamins and ingredients associated with holistic skin health, the brand had failed to evolve its narrative and visibly demonstrate innovation in line with changing consumer values.

Armed with these insights, we crafted a strategic reframing that would bridge the brand's heritage with contemporary relevance. By pivoting from fairness promises to sustainable glow and inside-out transformation, we developed a roadmap that positioned multivitamins as the hero ingredient—a powerful signal of skin nourishment rather than mere cosmetic change. The strategy included refreshed formats targeting younger users and a reimagined portfolio that could carry Glow & Lovely beyond its historical constraints into the future of everyday skincare.

This transformation allowed Glow & Lovely to reclaim its urban relevance by aligning with modern skincare philosophies—moving from promising external change to empowering holistic skin health, all while honoring the emotional connection consumers had with a brand that had been part of their lives for generations.